Social media analytics firm Starcount has acquiried H&D Ventures, the business owned by Tesco Clubcard creators Edwina Dunn and Clive Humby, making moves to bring the pair’s customer loyalty expertise into the digital sphere.
Dunn and Humby will be joined on the Starcount board by senior advisor at Morgan Stanley and investor Christopher Carter, who becomes chairman. The Clubcard creators will both take a minority equity stake in the business and sit on the board as executive directors. Both will focus on developing analytics and audience engagement.
Dunn said: “The key to an effective loyalty scheme such as Clubcard is getting people’s agreement to be part of something that allows them to obtain worthwhile benefits. We strongly believe that social media offers the base to create more targeted and user-friendly loyalty relationships, and look forward to exploring this hypothesis with Starcount.”
Carter added: “Starcount has already established itself as the market leader in understanding social media’s 1.7bn users, and how they as fans influence each other and their social media stars.
“I am delighted to be joining a business with the potential to make sense of the social media revolution, and realise significant benefits for brands and their fans.”
Starcount was founded in 2011 and publishes daily charts of popular global names and brands, and their biggest fans.
Other investors in the project include Artemis and Praetura Capital, who are finalising a third equity fundraising of $5m for Starcount.